Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

New Report Guarantee

PROSPECTS

According to Euromonitor International’s latest findings, the most important factor in many Romanians’ oral care purchasing decisions is recommendation from one’s dentist. Many consumers are looking for specific products to relieve symptoms such as bleeding gums or tooth sensitivity.

Further education required on the importance of oral hygiene

In the absence of public dental practices or government programmes promoting oral care, there remains a need in Romania to better educate both children and adults about oral hygiene. Colgate-Palmolive has been trying to address this issue since the 1990s through its Bright Smiles Bright Futures programme.

COMPETITIVE LANDSCAPE

Oral care in Romania in the hands of five manufacturers

Oral care in Romania remained a concentrated category in 2017, with five manufacturers together accounting for more than four-fifths of overall value sales, namely Colgate-Palmolive, Procter & Gamble, GlaxoSmithKline, Dr Theiss and Farmec. These companies are all continually expanding their product portfolios to cater for the differing needs of consumers.

Further strong growth potential for oral care in Romania

Due to the relatively low penetration of oral care products in Romania, the category offers significant potential for further growth over the forecast period. Categories such as toothbrushes and mouthwashes/dental rinses will benefit from a further focus on consumer education, with Romanians likely to become more willing to expand their oral care routines.

Files are delivered directly into your account within a few minutes of purchase.